Director, Digital Retail Partnership and Marketing

Who We Are:

The Orchard is a leading full-service music distribution company operating in 48 markets worldwide and servicing top global independent artists and labels. With cutting-edge operations and an unparalleled global team, The Orchard partners with clients to provide full scale solutions across a variety of verticals.

Championed by an exceptional community of music lovers and experts, The Orchard empowers creators to grow and evolve in the dynamic, global industry. The Orchard focuses on providing a comfortable, social, and engaging environment to encourage productivity and creativity.

The role:

The Director, Digital Retail Partnership and Marketing leads our Greater China’s Marketing strategy and amplify our label and artist clients’ reach, as well as to oversee end-to-end marketing campaigns and maximize revenue opportunities across digital channels.

A central pillar of this role is owning and scaling our YouTube ecosystem, including channel optimization, rights management, and audience growth strategies, to directly boost exposure and monetization for our distributed music contents.

What you'll do:

• Strategic Marketing & Campaign Management
• Lead the Digital Sales and Marketing team to develop and execute multi-channel marketing campaigns across the region for label clients, artist releases, and catalog tracks to drive streams, sales, and global cultural relevance.
• Collaborate directly with record labels to align marketing initiatives with release timelines and revenue goals.
• Direct audience segmentation, playlist pitching strategies, and influencer / creator outreach.
• YouTube Business & Monetization Leadership
• Manage & Scale Strategy: Drive the overall development and maximize our revenue for our YouTube business.
• Optimization & Growth: Oversee channel management, metadata optimization, custom thumbnails, and video SEO across owned and distributed channels.
• Audience Development: Leverage YouTube Analytics to identify trends, expand subscriber bases, and create content strategies that translate views into DSP streams.
• Brand Strategy & Industry Relations
• Position our distribution platform as an industry-leading service provider for independent record labels and artists.
• Build and maintain direct relationships with key partners at major DSPs (Spotify, Apple Music, YouTube Music, QQ Music, NetEase etc).
• Analytics
• Define KPIs for all marketing campaigns and deliver regular reports to track results, evaluate performance, and optimize ongoing strategy.
• Utilize data-driven insights to refine campaign strategies continuously.
• Who you are: 8+ years of progressive marketing experience in the music industry (Music Distributor, Record Label, or Music Tech).
• Demonstrated YouTube Expertise: Proven track record of managing high-volume YouTube channels, Content ID strategy, and YouTube monetization within the music space.
• Extensive experience in digital space including music retail, analytics, social media and digital music distribution with an ability to adapt to a constantly changing landscape.
• Proven experience to manage a team of skilled and driven individuals.
• Highly advanced organizational skills with the ability to multi-task and prioritize tight deadlines.
• Excellent oral and written communication skills in both English and Chinese.

What we give you:

• You join a vibrant global community with the opportunity to channel your passion every day.
• A modern office environment designed for you, empowering you to bring your best.
• Investment in your professional growth and development enabling you to thrive in our vibrant community.
• The space to accelerate progress, positively disrupt and create what happens next.
• We give you the platform to champion positive change, with the opportunity to contribute to our social impact, diversity, equity and inclusion initiatives.

Equal Opportunities

As an active part of a culturally and socially diverse society, Sony Music’s aim is that our workforce is diverse and inclusive. Sony Music is an equal opportunity employer and supports workforce diversity.

We employ, retain, promote and otherwise treat all employees and job applicants according to their merit, qualifications, competence and talent. We apply this policy without regard to any individual’s sex, race, religion, origin, age, sexual orientation, marital status, medical condition or disability.

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